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Journal of Human Resource Management
2015; 3(4): 33-41
Published online June 23, 2015 (http://www.sciencepublishinggroup.com/j/jhrm)
doi: 10.11648/j.jhrm.20150304.11
ISSN: 2331-0707 (Print); ISSN: 2331-0715 (Online)
Dior Product Mix Analysis Research
Zheng Jingjing1, Ruan Jinhua1, Hu Shouzhong2, *
1
Fashion Design and Engineering, Shanghai University of Engineering Science, Shanghai, China
2
College of Fashion, Shanghai University of Engineering Science, Shanghai, China
Email address:
hushzh@sues.edu.cn (Hu Shouzhong)
To cite this article:
Zheng Jingjing, Ruan Jinhua, Hu Shouzhong. Dior Product Mix Analysis Research. Journal of Human Resource Management.
Vol. 3, No. 4, 2015, pp. 33-41. doi: 10.11648/j.jhrm.20150304.11
Abstract: Dior is synonymous with gorgeous and elegant, is the French fashion brand famous, Dior also is the world's
largest high fashion brand LVMH Group's parent company, holding company. The French mix of "God" and "gold", then the
golden has become the most common Dior brand colors. Since its inception in 1946, Dior inherits the tradition of French haute
couture, fine workmanship, represents the high society women mature aesthetic taste, symbolizing the supreme spirit of French
fashion culture. Whether women's clothing, men's clothing, jewelry, perfume, cosmetics or other products, Kristen Dior has
been ranked top in the fashion house. With the rapid development of economy, people life rhythm accelerate, fast fashion has
become the theme we pursue the trend of Fashion, so many famous clothing brands continue to accelerate the pace of
innovation, shorter product life cycle, expand product width and depth. For example, Chanel. GUCCI. Hermes and so on.
Today, the Dior brand range also to try, continuous innovation, continuous development. In the expansion of product domain at
the same time, Dior can always maintain its elegant style and taste. Dior as the main force in the halls of fashion, the width and
depth of its product portfolio is the most. Analysis of the investigation will start to come from a mysterious Dior Europe,
product status and development trend of the combination of Dior depth analysis.
Keywords: Product Mix, Dior, Latest Fashion, Garment Accessories, Makeup
3) although there are still higher profit margins and sales
1. Product Portfolio growth rate has trended to reduce the maintenance of the
1.1. Definition product .And have decided to eliminate, gradually shrink its
investment to reduce the loss to the enterprise recession
Varieties of all kinds product portfolio, which is also called products.
"product collection (the product assortment)", refers to an
enterprise in a certain period of production and operation of 1.2. Strategy and Type
various products of all products, product project combination. Enterprise is analyzed from the aspects of product line, in
Product portfolio including product project, that is, product view of the change trend of the market, adjust the structure of
categories in different varieties, specifications, quality of a existing products, so as to seek and maintain product
specific product, product catalog listed in each specific structure optimization, this is product portfolio strategy.
varieties is product of a project, including product line. Product portfolio strategy include: expanding the product
Product line is a collection of many products, these products portfolio strategy, to reduce the product portfolio strategy, a
are composed of a product line, because these products have high grade product, cheap products.
similar function, user is the same, the same distribution
channels, consumer are jointly and severally, etc. A good 1.2.1. Expand the Product Portfolio Strategy
portfolio of products generally meet the following three It is to develop product portfolio of the breadth and the
criteria: depth of the portfolio. Develop product portfolio breadth
1) is not profit but have good development prospects, refers to add one or several production lines, extend product
expected to become the future main products of new products; scope of business; Its product portfolio is to point to in the
2) has reached the high profit margins, the highest growth original product line increase in new product project. The
rate and high share of main products; specific methods are as follows:
34 Zheng Jingjing et al.: Dior Product Mix Analysis Research
(1) in the premise of maintaining the original quality and customers to buy cheap cheaper products in the product line.
price, increase the specification, type and style of the same (2) make full use of existing enterprise production capacity,
product. supply product project, blank forming products.
(2) By increasing the different quality and price of the (3) increase sales and expand market share.
same kind of product. With a high grade product strategy, the practice of low-
(3) By increasing the similar product as the original ones. grade product strategy can rapidly for enterprises to seek new
(4) By increasing something that had nothing to do with market opportunities, and at the same time also can bring
the original product. certain risks. If mishandled, could affect the enterprise
Enterprises through the advantage to expand product original products market reputation and market image of the
portfolio strategy as follows: brand products. In addition, the implementation of the
(1) Different preferences of consumers to meet the strategy needs to have a set of the corresponding system of
multifaceted needs, improve the product's market share. marketing and promotion and cooperation, which will
(2) make full use of corporate reputation and brand inevitably increase the cost of enterprise marketing spending.
awareness, improve product series, expand the scale of
operation. 1.3. Four Key Factors
(3) make full use of enterprise resources and surplus Product portfolio includes four factors: product series,
production capacity, improve the economic benefit. length, the width of the depth of the products and product
(4) reduce the influence of market volatility, market risk, series. These four factors, constitutes a different product
reduce loss rate. portfolio.
1.2.2. Cut Combination 1.3.1. The Width
Reduce product portfolio strategy is to cut product lines or Refers to the total number of enterprise product line.
product project, especially to cancel those small profit Product line, also known as product categories, product series,
products, in order to concentrate on operating profit product refers to a group of closely related product items. Here is
lines and product items. Cut the combination way of products closely related to the can be use the same production
are: technology. products have similar functions, the same kind of
(1) reduce the number of product lines, production and customers, or are of a price range. For a home appliance
marketing of professional. production enterprises, can have a TV production line,
(2) to keep the original product line cut product project, refrigerator production line. The width of the product
certain products to stop production, outsourcing products portfolio shows the business scope of the enterprise size,
continue to sell. cross-industry business, even the degree of diversification
The advantage of reduced portfolio are: management. Increase the width of the product portfolio, can
(1) concentration of resources and technology give full play to the specialty of the enterprise, making the
improvement to keep product quality, improve product brand full use of the resources of the enterprise, improving the
visibility. management benefit. In addition, the risk can be reduced by
(2) specialized in production and management, improve diversification management.
the production efficiency, reduce production costs.
(3) it is helpful for the further development of the 1.3.2. The Length
enterprise to market, to seek the right target market. It refers to the total number of the product of an enterprise
(4) reduce capital takes up, accelerate the capital turnover. project. Product project refers to the listed in the enterprise
product line with different specification, type, style or price is
1.2.3. High Grade Products the most basic unit of product. Usually, each product line
High-end product strategy, that is, in the original product includes multiple production projects, project total number of
line increase in high grade, the high price of product. A high- each product line product is enterprise product portfolio
end product strategy mainly has some benefits like this: length.
(1) The production and operation of high-grade products
easy to bring huge profits for the enterprise. 1.3.3. The Depth
(2) improve the enterprise prestige existing products, and The depth of the product portfolio is refers to the product
improve the product's market position. line in each product how many varieties. Offline suppose
(3) drive the enterprise production technology and the Dior perfume products project there are n, m is one of them,
improvement of management level. there are three kinds of specifications and m perfume and two
kinds of formula, so the depth of the m of Dior perfume is
1.2.4. Low Grade Products nm. Product portfolio reflects the length and depth of the
Cheap product strategy, increase in the original product enterprises meet various small molecule market levels.
line is a project of low grade, low price products. The Increasing product project, product specification, type, style,
benefits of a low-grade product strategy is: design and color caters to different market segments different
(1) borrow the reputation of the high-end brand products, needs and interests of consumers, attract, and attract more
attracting admiring the low level of consumption of customers.
Journal of Human Resource Management 2015; 3(4): 33-41 35
1.3.4. The Correlation
Refers to an enterprise's each product line in the end use,
production conditions, the associated degree of distribution
channels, etc. Higher performance products associated
enterprises of scale and scope of benefit, improve the
enterprise in a certain region, the reputation of the industry.
2. Dior
Dior has a long history of clothing brand, its product
portfolio strategy use also relatively well and the benefits of
the growing.
2.1. Brand Introduction
Christian Dior in 1905 was born in Normandy, France
"Dior" in the article is "god" and the combination of "gold"
(or), later became a golden Dior brand of the most common Figure 3. the first Christian Dior.
color. Christian Dior is not garment design, graduated from
the Paris institute of political, and as a son of the
entrepreneur, his passion for the arts never faded. In 1946,
after the fashion constantly fugitive dust, has 40 from
Christian Dior to Montaigne avenue in Paris opened the first
personal clothing stores. Dior is the world famous brand of
fashion consumption. Mainly Dior is engaged in women's,
men's clothing, jewelry, perfume, cosmetics and other high-
end consumer goods.
Figure 4. Mr. Dior between the four women's clothing accessories.
Look up to and look forward to the top of the fashion
pyramid, decades or even hundreds of years of small
workshop, persistence is a success. Looking back, the land of
thorns, this is many international big twists and turns of life.
Louis Vuitton, a disciple trapped, but due to observe details
to create the legend brand family: Anna Sui. College dropout
Figure 1. Christian Dior. in an apartment to buy a sewing machine, began to arrives
the world. Ferragam o, went to the United States, to move
around the end of becoming a movie star special shoemaker,
after the Wall Street crash, after the collapse of a back come.
Dior is through the darkness, and ultimately become the
French haute couture highest symbol, looking back footprint,
perhaps more thorns...
Early in 1935, Christine was independent. Dior has
experienced a very dark time. Every day he had to search
jobs from the small ads in the newspaper, he has no fixed
address, sometimes with friends, and sometimes to sleep on
the street, hungry meal, full meal, eventually had tuberculosis.
Nevertheless, Christian Dior is not down. One day when
Christian Dior for couldn't find a job in a deep
disappointment, a friend of the fashion industry suggested
Figure 2. Dior Paris head office building. that he did some fashion design, and very popular. Every
36 Zheng Jingjing et al.: Dior Product Mix Analysis Research
design fully reveals his unique talent, he held on to the
dynamic life, every design so lifelike.
On February 12, 1947, it was a brilliant day, Dior launched
his first senior fashion show, the first fashion series called
"New style", New Look, New Look sensation in Paris and
even the entire western world, give a person leave deep
impression, make the Dior reputation in the fashion industry.
Dior Paris during the Second World War not only brought
back to the position of fashion center, also hand planted two
well-known design master: Pierre Cardin, Yves Saint Laurent
(YSL).
2.2. Scope of Business
2.2.1. Fashion
Figure 6. Dior couture.
(i). Haute Couture
Enlighten abstruse design, the emphasis is on the female (iii). Dior Homme
model lines of clothing rather than color, emphasize women Dior Homme Christian Dior's men's wear brand,
convex concave, Gently beautiful curve, Dior dress form in developed in July 2000, then the whole reached its peak of
the design of Dior women unique charm is incisively and the vehemence of the men's wear brand. Yves saint Laurent
vividly reflected, in this bold fully embodies the central YSL designers before Hedi Slimane since the 2001/02 season
plains will not be appreciated by Dior black hand is also a started as Dior men's chief designer. Seeley, thin body of
popular color, the design of the Dior swept away women's men's clothing, his design is tightly closed type more, there is
conservative and inflexible line after world war ii, the design no lack of some of the rock and roll style.
of France and the western world of sensation, let a female. Hedi Slimane not only love rock, also obsessed with
For the Dior fashion and luxuriant, late outfit, luxury, luxury, photography, open the exhibition many times, he biggest
in legends and creativity, classical and modern, hale and wish is to become a reporter, but never wanted to be a dress
hearty and tenderness to seek unity of evening dress always designer, he started studying the classical literature, then
let people breath, startled. switched to political science and the study of art history, he is
from 1989 to 1995, Mr. Levy and Jean - Jacques Picart
assistant, talented high-profile, in several different projects
including Louis Vuitton Monogram service of one hundred
memorial project advisers to the clothing, in July 1997, Hedi
Slimane was appointed to the left bank of Yves Saint Laurent
menswear (Rive Gauche Homme) of the art director,
published in the 2000/2001 year autumn and winter 's "Black
Tie" series, he stepped back and join the Dior, as men's
creative director, is responsible for the full range and global
image.
Figure 5. haute couture.
(ii). Couture
Genius master design was adopted for the Dior multilevel
model, free collocation with fur, the elegant narrow skirt,
pants, has never been able to make the wearer walk freely,
embodies the perfect combination of elegance and practical.
Dior's revolutionary also working to fashion
comprehensibility; Choosing good fabrics such as silk,
traditional cloth, wool, taffeta, luxuriant embroidery, etc. The
more advanced in fine craftsmanship. In the process of post-
war reconstruction of Paris world fashion center, Dior has
made an indelible contribution.
Figure 7. Mr.Hedi Slimane.
Journal of Human Resource Management 2015; 3(4): 33-41 37
This paper choose the Dior Dior Homme Paris 2014 spring wine red two color the game. Delicate three-piece suit or vest
and summer series of men's do men's clothing style show. combined with the suit bunt, again with wine red or navy
Maze consisting of a mirror covered at this season of clothing blue mix build, cutting material and the originality of design,
from the shirt, vest to shorts, windbreaker, deep blue and make the Dior Homme get interesting.
Figure 8. dark blue.
Figure 9. wine red.
money together with Swarovski aurora borealis rhinestone,
2.2.2. Accessories greatly enriched the jewelry made of color and texture. In
(i). Jewelry addition, Dior jewelry is another feature of bold use flower
Dior jewelry gorgeous feelings are fantastic to the world. pattern, it also reflects the founder Mr. Dior for the love of
Dior jewelry widely draws inspiration from various historical nature. Not well-known small wildflowers, strong love roses,
style, never simply copy some kind of appearance, but are obvious design theme, and the valley of pure lily to be the
through the colorful gems work novel character, creating classic design of the Dior jewelry brand.
unique jewelry design. In 1995, Dior has developed much
Figure 10. Dior luxury diamond ring.
38 Zheng Jingjing et al.: Dior Product Mix Analysis Research
1 Dior elegant diamond ring four color series.
Figure 11.
Figure 12. Dior gold, silver color bracelet series.
(ii). Watches
Since the late 1970 s, Diorior gradually began to watch the
manufacturing sector, but in the initial period of time, Dior
watches ideas have been stick to traditional watches model
design, did not use real popular Dior's own style. In 2000, the
designer John Galliano started capturing the Dior. Dior watch
works hardd to give a person with surprise, it is hard to get rid
of the shackles of fashion brands. After entering the new
century, and gradually began to change direction, Dior watch
can strive to become a professional business.
business
Following the Dior crystal diamond Rubber sheet series
since the spring of 2008 has launched the most impressive
after hooking up red with classic charm blue, 2009 new
Purple crystal Rubber watch money also. When the rubber
band is endowed with the vitality of purple luxury, the
Figure 13. Dior eardrop. superego personality
rsonality in an instant comes into the bottom of
my heart. Both in the movement of passion, hot and in
luxurious party, it is the envy of dizzy.
Figure 15. Dior watches.
watches
(iii). Glasses
Dior glasses style of elaborate carve on the details,
innovative technology and excellent on the line, outline a
Figure 14. Dior's accessories. clear see. Beside the elegant logo, glasses itself in outline,
and avant-garde
garde design and color to attract the public eye. On
Journal of Human Resource Management 2015; 3(4): 33-41 39
each Dior frames or sunglass with Dior, obviously shown the 2.2.3. Make-up
wearer's taste and identity. Younger picture frame, design into Dior cosmetics including skincare, make-up, perfume, nail
fashion sexy fluent line, have a new feeling. Counting classic oil, as well as men to protect skin to taste, the following is a
trend, Dior glasses are always important, thin and light frame, detailed introduction:
streamlined design, more foil wear the eyes of people.
(i). Skin Care
Facial essence prevent bask in segregation frost/other
maintenance/eye essence facial scrub/purchase
Dior chamfer makeup mask/toner/water spray cleansing
lotion/cream/activity to repair essence dew
Figure 16. Dior glasses.
(iv). Women's Shoes
Dior shoes carefully, bold, innovative design, each reflects
the sexy and elegant, so that the Women cannot help buying
them.
Figure 18. Dior cosmetics.
(ii). Color Makeup
Highlights/shadow pink lip pen/pencil eyebrow pencil
eyebrow powder bread/eyebrow eyeliner/liquid
eyeliner/eyeliner /rouge powdery cake skin/lip honey lip
balm/mouth red makeup before bottom liquid/powder
foundation cream /foundation cream eyelash to cream eye
shadow powder/ beauty tools/other color makeup powder
.
Figure 17. Dior Women's shoes.
Figure 19. Dior eye shadow, powdery cake, cheek is red.
Figure 20. Dior Lip gloss.
40 Zheng Jingjing et al.: Dior Product Mix Analysis Research
"Miss Dior" to "Dior Addict" of Dior perfume, all-
(iii). Perfume encompassing, into the dream. Christian Dior perfume can
Christian Dior fashion shop is established in 1947, the cater to all kinds of women, men and different emotions. The
same year, Christian Dior founded the Perfumes Christian perfumes the unexpected allure is impossible to resist, also is
Dior, launching new called Miss Dior perfume, is a kind of the art of perfume manufacturing tycoons
green plant chypre. Dior perfume dream no matter from
Figure 21. Dior perfume series.
process makes Dior handbags many colors and fabrics bag
(iv). Nail lovers must perfect item. Beautiful colors and concise
Nursing nail polish Color nail polish beautiful fashionable bag or joker contracted. Also use
2.2.4. Bags hollow out the cane makes up, quilts, handmade beaded hair,
Dior bags give a person a kind of avant-courier, such as process design of classic Lady Dior handbag can
atmosphere of visual art to enjoy. Its classical style, new bring forward more pioneer art of visual enjoyment.
Figure 22. Dior female package series.
(2) the panoramic camera store appearance.
3. Analysis (3) into the shop to observe Dior store decoration design
3.1. The Project Design and structure.
(4) look at Dior product variety and combinations.
1) to investigate location: Nanjing west road hang lung (5) Pictures were taken of the product.
plaza (6) The seller consultation product portfolio and product
2) investigation of time: on November 8, 2014 on Saturday sales and other related issues, collect the necessary data.
afternoon
3) use tools: camera, pen, notebook 3.2. Problems and Solutions
4) subjects: hang lung plaza, Dior flagship store on the 3.2.1. Problems
second floor 1. Dior as a world famous brand, although the advantage in
5) investigation tasks: information technology, but because of its enormous business
(1) understanding the approximate location of a Dior development, which may lead to some areas of control is not
flagship store and the geographical advantage. strong, resulting in the partial loss of profits.
Journal of Human Resource Management 2015; 3(4): 33-41 41
2. Dior production in the form of products, continue to maximum to meet customer demand.
expand product portfolio, length, width, depth, etc., in the At present, of the risk of Dior star endorsement events,
long term may be on the adaptability than focus more on Dior, please Mr. Sharon stone endorsement expensive risk is
competition exists in the field of a disadvantage. big, the celebrity strategy also has many risks, such as the
3. the globalization currently only opens up a few dozens choice of celebrity scandals, but may be out of favour,
of national market, there are still loopholes in the market. overnight corporate image rather than ascension and to take
4. Dior stores in Shanghai, only two, one is hang lung all of a sudden crisis management.
plaza, another is the IFC. It is not enough for an international
metropolis, be badly in need of open shops. Acknowledgement
5. hang lung plaza entrance, no Dior metope of
propaganda, on the contrary in the roof, opposite the entrance The study was conducted by the Shanghai science and
was set up with Dior, this design is not obvious, should be technology commission (13 dz2294300) public service
properly adjusted. platform project, Shanghai municipal education commission
6. Dior store seller too much, will cause customer funded scientific research innovation projects (13 zs173).
shopping a sense of urgency, let the customer can't easy
shopping.
7. Dior store all kinds of product placement more casual, References
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